It's because it's not a fundamental part of their identity. The same is true for all sorts of good-sounding political ideals - free speech, free trade, human ri

It's because it's not a fundamental part of their identity. The same is true for all sorts of good-sounding political ideals - free speech, free trade, human rights, world peace, save the environment, anti-racism, etc. The two main parties swap "ownership" of these ideals back and forth through history because they don't actually care and are just using them to appeal to the meandering whims of voters, who also don't actually care and just use them to feel smug about their team. If you want someone who's consistent on liking the free market, find someone who make that ideal a part of their identity. Perhaps someone who calls themself a libertarian?